A highly body-conscious culture is reflected in the fact that consumers are more concerned about looks and appearance than their general health. According to new research by Datamonitor Consumer, nearly a third of consumers who are actively trying to lose weight are concerned about cellulite. In contrast, only 15% are concerned about diabetes.

Tanvi Savara, Food & Drink Analyst at Datamonitor Consumer points out that this has important implications for functional food and drink products. “Products with added health benefits can attract a much larger consumer base by including functional ingredients that target weight loss. For example, a cholesterol lowering product that targets satiety would have a greater consumer appeal.”

While a majority of consumers surveyed in 2014 are trying to lose weight, there is a small segment of consumers that are trying to gain weight for aesthetic reasons. Just like their ‘weight warrior’ counterparts, health-related issues remain a secondary concern for weight gainers. Savara notes that “while only 18% of ‘weight gainers’ are concerned about high cholesterol levels, 38% are concerned about muscle tone highlighting the extent to which consumers value their own visual presentation.”

Datamonitor Consumer has created an infographic which offers a snapshot of some of its research findings on different behavioral traits of consumers trying to lose or gain weight.

About Datamonitor Consumer:

Datamonitor Consumer provides comprehensive analytical coverage of global consumer markets through its Consumer Knowledge Center. Our research covers consumer and shopper behavioral analysis, product innovation and market sizing across all key FMCG sectors to help clients identify future innovation and market opportunities to ultimately drive growth. www.datamonitorconsumer.com

About Datamonitor Consumer’s global survey 2014:

Datamonitor Consumer’s global survey 2014 explores consumer behavior and opinion across 25 countries. We’ve surveyed 25,000 consumers about their food, drink, personal care, household care and baby care product usage, level of spend, and purchasing behavior. The survey also analyses consumer concern across a wide range of dietary, health and beauty issues.